The Caveats of Artificial Intelligence
Using Artificial Intelligence (AI) has quickly become the latest competitive strategy. This new technology promises great benefits by helping streamline our fast-paced, busy, modern world. However, AI could pose bigger threats than benefits for brands who do not have a clearly defined identity and systems to control the end-product. Business tasks such as writing social captions and sales messaging, creating unique imagery, and even strategizing entire marketing campaigns are being delegated to AI software.
Platforms like OpenAI, Copy.ai, Grammarly, and Notion.so are racing to include personalized AI in their software in efforts to keep customers on their platforms. But I don’t care much about the race to offer AI as a feature; new technology has a way of putting industries in these states of ‘keeping up’. What I care about are the repercussions this new influx of AI will have on brands, customers, employees, and our society as a whole.
In this blog, I expand on {4} points every brand should keep in mind whilst utilizing AI software to run their business. From our new role as Art Directors to the importance of crafting a Brand Manifesto to the appropriateness of AI within people-centric business models. Plus a few pressing questions sprinkled throughout. Finally, I debut a controversial prediction (#NETWORK) for AI’s future, and the impact this new technology will have on branding.
{1} Who’s really talking?
The caveat with AI is that it requires significant guidance from people to ensure the generated content properly aligns with the user’s vision and intentions. In the case of a business, it means ensuring the content being generated is cohesive with the business’ goals, values, and, most critically, their audience (Tribe).
But, can humans train an AI software to grasp concepts as complex as their values, beliefs, goals, audiences, and identity? Companies already invest thousands (if not millions) a year training employees and executives on these brand pillars. And now, employees are turning to AI software to do the thinking (and talking) the company expects them to do.
The game of telephone between brands and customers has a new player: AI. When it comes to AI generated messaging, who’s really talking?
{2} Brand’s need Manifestos
Identities are a lagging result of everything we say and do. Everything a brand says, acts on, and supports is a vote towards the kind of brand they want to be. Having a crystal clear brand identity is not only essential for every business, it is imperative.
If you [as a business owner] want people to know your brand for the right reasons, be careful to entrust the messaging you’re putting out on a software you just met. Try dating the content AI generates for you before you bring it home to your audience, or, worse yet, bet your entire marketing budget on it.
The only sustainable way to mitigate the risk of AI upending your business operations is by having a bulletproof Brand Manifesto. A Manifesto acts as the main source of truth for the brand. They are vital when introducing new initiatives or technologies to the brand.
{3} AI needs directors. Directors need a compass.
If you’re using AI then you are now an Art Director (that is, as long as you’re not running with the first response you get). Art Directors are especially good at cutting through the noise. They act as the conductors of creative work, ensuring every creative decision the company makes aligns properly with its true identity and objectives.
But even the best Art Directors need direction — a compass, a North star. Brand Manifestos are the ethical, moral, and strategical compass everyone acting on the behalf needs. A Manifesto is your brand’s main source of truth.
An aside:
The content AI generates is not guaranteed to align or work with your brand. No matter how well you train it, or how ‘bulletproof’ your prompts are. The one thing you can guarantee is how appropriate the content you choose to share is. AI will always need a capable, focused, and critical-thinking Art Director guiding it at every step.
Just remember, the software AIn’t magic. (See what I did there?)
{4} AI and People-Centricity
Allowing an Artificial Intelligent system to influence what I say or do the voice of this Tribe-Centric studio simply does not align with my value and beliefs — or mission. I relish authentic human-to-human interactions; as imperfect, un-optimized, and not-so-high-performing as it may be. AOS Studio will continue to be 100% human-led with little to no AI. If we choose to use AI, we will be explicit and transparent about it. Most likely via a notice at the beginning of the content, not the end, because you deserve to know the integrity of what you’re reading before you start reading it. And also because #FinePrintSucks.
I do see value in using AI to help streamline our project management and recurring administrative tasks. Heck, even spellchecking and reformatting my writing here and there. But when it comes to my voice, my message, and my strategical decisions for AOS Studio, I believe the safest hands are still my own.
This leads me to…
#NETWORK My prediction for AI
The rise in artificially-generated content will leave people desperately longing for authenticity. We will hunt for real human interactions and experiences. I believe, with full conviction, that authenticity will become the rarity, the exception, and we’ll be here when it does. It is on this belief that AOS commits to ensuring all of our content and messaging remains 100% human-led and human-made.
If your business also identifies as people-centric then using AI may not be for you either. Follow your gut, not the experts, or the market, or this post for that matter. Weigh in your brand’s values, identity, and goals against the risks of using AI. If you don’t know what these are, take this as your sign to invest in building a Brand Manifesto — get in touch, we can help with that!
If you choose to opt out of using AI for the time being, just know one thing: you’re not alone. It takes courage to be in the minority, and we applaud you for it. For those of you who decide to give AI stake in writing messaging or making decisions that impact your brand, then I implore you to become very clear about two things: who your brand is, and who your brand is not. If you don’t decide for yourself then AI will do it for you.
